Multisensory marketing uses current knowledge of neuroeconomics to shape more effective and efficient marketing processes. By using sounds, smells, appearance, taste and shape to optimize perceptions of product quality, user friendliness and aesthetics, multisensory marketing applies the principles of multisensory reinforcement. Multisensory reinforcement means that our brains process a message that is delivered over several sensory channels faster and up to ten times more intensely than a single isolated signal. Multisensory business communication thus achieves faster recognition and stronger differentiation from the competition. The forum presenters offer expert insights.

Social media, the social web, social networks: these catchwords still call up vague or confused images for many. Facebook, Twitter, LinkedIn, Xing, YouTube and the rest are not simply examples of the digital socialization of the younger generation. Social media are cross-generational and have become hard currency in the media world and an increasingly important marketing component. In addition to consumer product promotion, they are a significant factor for promoting sales of capital goods. Here again, basic knowledge and proper use are the keys to the essential task of launching a brand successfully on the social media stage. The forum presenters offer expert insights.

Promotional product advertising, or the use of promotional merchandise, is the key topic of the PROMOTION WORLD. A great deal has happened in this often neglected marketing domain in recent years. Valid studies, new insights into the impact of promotional articles, and case studies in relevant user areas document the potential effectiveness and future promise of promotional product advertising, if the prerequisites of careful selection and correct use are satisfied. The forum presenters offer expert insights.

This topic includes all marketing initiatives that address and attract consumers and clients through personalized interaction in live, rather than digital, settings: trade shows, corporate and public events, road shows, personal promotions, and POS initiatives. The aim is to create a brand experience that connects people to products and services through all of their senses. The intensive and emotional nature of this form of contact strengthens the authenticity and credibility of a brand or a company, and it enhances awareness, recognition and connection in the target group. With the bulk of event marketing budgets going to corporate events, a huge potential remains dormant in other areas. This also applies to trade shows. Unlike exhibitions at consumer trade shows, where no-holds-barred interactive presentations are commonplace, conventional company booths still dominate the professional trade show scene. The forum speakers discuss and demonstrate how to use live marketing tools to best effect and extend their impact into other disciplines, such as PR.